Working in close collaboration, we established establish a framework for segmentation based on 2 key elements:
- Known customer value & purchase behaviour (high vs. low value and offer driven vs. full price); and
- Time since last purchase (Active vs. Lapsed).
These segments were then uploaded into both paid search and social channels using our preferred DMPs. This enabled us to include/exclude segments, deliver bespoke messaging and bid differentially based on the objectives of the currently active campaigns.
Matching these segments with existing intent signals, such as browsing behaviour, search and location, meant we were able to deliver the right message, in the right place at the right time to support conversion.